destination marketing

  • Erik Wolf posted an article
    Top 3 Takeaways from the 2019 FoodTreX Online Food Travel Summit see more

    The World Food Travel Association just held its 2019 FoodTreX Online Food Travel Summit on April 17-18. FoodTreX Online is the world’s largest virtual trade conference for the food and beverage tourism trade, taking place every April, and only online.  This year’s edition featured nine international expert speakers across a variety of industries that addressed today’s hot topics that destinations, tour operators and other food, beverage or tourism businesses are facing today.

    Here are the top 3 takeaways that you need to know from the 2019 FoodTreX Online Summit:

     

    1. YOU CAN MAKE MONEY SELLING VEGETARIAN AND VEGAN OPTIONS

    Did you know that as much at 33% of travelers are either vegetarian or vegan? If you don’t offer a good vegetarian selection, you are neglecting many travelers as well as their traveling companions! Also, plant-based menu options are almost always cheaper than meat. Your food costs might be half, and even if you charge $/€/£ 1 or 2 less for the item, you're still making a lot more per dish! So you are actually making money by offering vegetarian options. And meat eaters eat vegetables too, so it is not uncommon for a meat eater to order a vegetarian dish. Meat is not required! Then consider how sustainable-minded travelers are exactly the kind of visitors a destination wants: they tend to spend more, stay longer, and of course care about their own personal impact as travelers. It’s time to reconsider vegetarian and vegan!

     

    2. WHERE ARE YOU IN THE FOOD TOURISM DESTINATION LIFE CYCLE?

    All destinations have a food tourism destination life cycle (see picture above), a concept first pioneered by the World Food Travel Association. It is important to know at what stage of the cycle your destination is currently in so you can plan accordingly. Some destinations are starting to find their own way with food tourism, while others are starting to decline, for a variety of reasons. Perhaps it is time to create or to update your Food Tourism Destination Strategy before it is too late. (By the way: we can help with that!)

     

    3. SHARE THE LOVE. DON’T HOG THE SOCIAL MEDIA SPOTLIGHT.

    Shine the light on your local culinary heroes instead of just on your destination or specific foods. Sharing other people’s stories in your area widens your audience and brings engagement. Also don’t forget to involve local experts like writers, commentators or photographers. These professionals can bring new ideas and perspectives to your social media feed. Have you ever thought of hosting an Instagram takeover? That’s right: you hand over the keys to your Instagram castle to someone outside of your organization, perhaps for a weekend. It may seem risky, the rewards can be tremendous.

     

    Want to learn more? You can get access to all the recordings as well as our 11-page Key Takeaways PDF in our online store here.

    Want to see who spoke at FoodTreX Online before ordering? Download the program here.

    GET ACCESS NOW

  • Jane Connelly posted an article
    6 Ways to Improve Your Food Tourism Offering from the World Food Travel Association see more

    6 WAYS TO IMPROVE YOUR FOOD TOURISM PRODUCTS

    Learn how to take your business to the next level by improving the products and services you promote to food-loving travelers. Get our full infographic shown here for the top 6 things you need to know, as our industry experts identified in our 2019 State of the Food Travel Industry Report.

     

     

  • Erik Wolf posted an article
    Just Released! Podcast Episode 16: Chantal Cooke - Stop Listening to Other People see more

    Just released! Our latest episode #16 of Eat Well Travel Better: The Business of Food Travel Podcast, featuring Chantal Cooke.

    In this episode, join us as we speak with Chantal Cooke, publisher of Passion for the Planet, and a noted influencer on the subjects of sustainability, and vegetarian and vegan travel. She hosts the Passion for the Planet website and online radio station. Chantal shares with us her thoughts on how and why food-loving travelers are changing their diets and why she thinks you should stop listening to the advice of others.

     

    In this episode you'll learn:

    • How the food tourism industry is behind the times, and why you are missing an important opportunity
    • Why more people than ever are looking for meat-free dishes
    • How traditions move on (and rightly so)
    • How vegetarian food can also please meat-eaters
    • Why restaurant and hotel chefs are actually being prevented by their owners from innovating with vegetarian and vegan cuisine
    • Why we should stop listening to others and start listening more to ourselves

    LISTEN NOW

     

  • Erik Wolf posted an article
    New! Eat Well Travel Better Podcast Episode 12: Tung Do - Just Do It see more

    Just released! Eat Well, Travel Better podcast episode 12.

    Tung Do is a Vietnamese-American whose family escaped to the US at the end of the Vietnam war in 1975 and settled in Texas. After spending 10 years as a securities trader, Tung returned to Vietnam in 2009 to do charity work just for one year. He fell in love with the country and decided to stay, eventually starting 4 different businesses there. The most successful business Tung runs in Vietnam is called XO Tours. An award-winning Vietnam tour company which offers unique city and food tours on scooters in both Ho Chi Minh City and Hoi An. Tung shares with us a number of valuable insights, not the least of which is to "Just Do It" - start your business even if you are scared and have no experience.

    Tung shares with us a number of valuable insights, not the least of which is to "Just Do It" - start your business even if you are scared or have no experience. You can listen to the podcast here:

  • Erik Wolf posted an article
    New Podcast | Episode 9: Jon Simon - The Lost Art of the Phone Call | World Food Travel Association see more

    Just released! Episode 9 of the Association's Eat Well, Travel Better: The Business of Food Travel podcast, featuring Jon Simon. Jon is a serial entrepreneur and the founder of Pieminister, a small group of restaurants and cafes in southern and western United Kingdom, focused on serving the savoury pie, which everyone in the UK and Commonwealth knows all too well. Recently Jon co-founded Good Sixty, an online platform which brings together the best of the best, of food retailers and artisan producers, allowing people to either buy local groceries or amazing produce from across the UK and have it delivered to their door. Jon talks about what he learned from the time he co-founded Pieminister, and how he's applying that to his new business ventures.

    In this episode you'll learn:

    1. Why it's important to find and then share the stories about the area as well as the products and the people
    2. What goes into an area's "signature dish"
    3. How to motivate yourself to get started on a food tourism project of your own
    4. The destination marketing opportunity today for secondary and tertiary destinations
    5. Think about and develop unexpected food & beverage experiences
    6. The three things that make food travel memorable

    Resources mentioned in this episode:

    Tools of Titans (book)

     

  • Erik Wolf posted an article
    NEW! Podcast Episode 8: Amanda Niode - Making Food Travel Memorable see more

    Just released! Episode 8 of the Association's Eat Well, Travel Better: The Business of Food Travel podcast, featuring Amanda Niode. Amanda Niode is an internationally renowned environmental and climate change educator and communicator. Her work background is varied, handling environmental specialties and climate change for Indonesian government agencies, multinational corporations, consulting companies, academic institutions, civil societies and international organizations. Amanda was appointed as a visiting scholar at the Massachusetts Institute of Technology (MIT) in Cambridge, outside Boston in the United States, and she has also lived in the United States. Amanda also serves as an Ambassador of the World Food Travel Association in Indonesia.

    In this episode you'll learn:

    1. Why it's important to find and then share the stories about the area as well as the products and the people
    2. What goes into an area's "signature dish"
    3. How to motivate yourself to get started on a food tourism project of your own
    4. The destination marketing opportunity today for secondary and tertiary destinations
    5. Think about and develop unexpected food & beverage experiences
    6. The three things that make food travel memorable

    Resources mentioned in this episode:

    Trailing the Taste of Gorontalo (book)
    Omar Niode Foundation
    Will Write for Food (book) 

     

  • Erik Wolf posted an article
    World Food Travel Association's Eat Well Travel Better podcast with destination marketer Bill Baker see more

    Bill Baker's career in travel and tourism started with a domestic airline in Sydney, Australia over 40 years ago. After this first taste of a career in tourism, Bill moved to Australia's Hunter Valley, where his career in destination marketing really began. In those days, Hunter Valley had just ten wineries, one restaurant and no lodging. Today it’s one of the most famous wine tourism destinations in the world, with over 200 wineries, and dozens of hotels, resorts and restaurants.  Later Bill joined the Australian Tourist Commission and moved to New York where his team launched the very successful “Slip a Shrimp on the Barbie” campaign. Then later he moved to Los Angeles; Frankfurt, Germany; and London. During his journey around the world, he continued to develop and refine new approaches to branding and marketing destinations. Bill established Total Destination Marketing in 1994 in Australia, and began adapting what he had learned to benefit the marketing of cities and regions. He moved to the U.St. State of Oregon in 2000, where his focus has continued on the marketing and branding of small cities. His book, Destination Branding for Small Cities, has been a best seller in its category for over a decade. Last year, Bill worked in five countries and was the keynote speaker at the Inaugural  International Place Branding Association conference in London. Bill's destination marketing expertise is known around the world. In this episode, we speak with him to hear his take about place branding and food and beverage tourism.  Learn more about Bill here.

    In this episode you'll learn:

    1. How to coalesce a smaller community around its food and beverage assets
    2. What you need to watch to ensure that you always stay relevant
    3. How and why you need to share the story of a place in order to sell it
    4. How brand promise affects food traveler expectations - for better or worse
    5. How to create a win-win-win among local residents, destination marketers/governments and visitors
    6. Why politicians need to perform a cost-benefit analysis before interfering with destination marketing budgets
    7. Why human interaction is essential to a successful food or beverage visitor experience 

     

    Resources mentioned in this episode:
    Destination Branding for Small Cities (book on Amazon) 
    New toolkit for Successful Destination & Community Branding (series of article downloads)

     

  • Erik Wolf posted an article
    Remarks of the First International Congress of Gastronomic TourismĀ Navarra 22-23 February 2018 see more

    Just a couple of weeks ago, the World Food Travel Association (WFTA) supported a national gastronomy tourism conference in Spain. Attending the conference were Jose Maria de Juan Alonso (pictured below) and Wojtek Osinski, both members of the WFTA's Board of Advisors. Also representing the WFTA in Navarre was Gloria Rodriguez, one of the WFTA's Ambassadors. Following below in both English and Spanish are remarks and conclusions prepared by Jose Maria de Juan Alonso.


    Remarks of the First International Congress of Gastronomic Tourism Navarra, 22-23 February 2018
     

    The Congress has been a clear example of the growing trend of gastronomic tourism, both nationally and internationally. The collaboration of the World Food Travel Association and other international institutions has resulted in a cosmopolitan, diverse and enriching congress that shows and consolidates a bright future of gastronomic tourism for Navarra, and for Spain.

    Faced with the model of low-cost tourism that is widespread, food is once again an attraction for millennials and new generations, who in turn ask for increasingly authentic and personalized experiences (food is sexy again!).

    We have to enhance the Spanish culture of hospitality as a differential value, recovering patterns of professionalism and quality of employment that are also part of our gastronomic identity.

    Taking advantage of the European Year of Cultural Heritage 2018, we must show the value of gastronomy as a cultural resource, including wine and other beverages identified as gastronomic heritage.

    We need to pay attention to the environmental concerns of an increasing amount of demand, which includes: the reduction of food waste, animal welfare, the trend towards organic production and products of proximity. This was the point made by "Zero Positive Protocol" for restaurants, presented by the Università della Cucina Mediterránea,, or the Erasmus + T4F project (Training in sustainable food for development, within the framework of the European social economy), presented by ESHOB (Barcelona) .

    It is important to understand that there is much more we can do beyond creating gastronomic activities. We must create experiences, increasing the emotional factors and the memorable consequences depending on specific tourist profiles.

    The biodiversity of the raw material, together with a strong claim to cultural identity and culinary difference, explains the success and positioning of destinations such as Peru and Japan, and it becomes an inspiration for the rest of the gastronomic destinations.

    The project "The landscapes of the Sierra de Madrid sit at the table", puts on the spotlight the value of the identity of the territory, the quality of the product, the passion of the producer and the wisdom of the cook. These are the four fundamental pillars to create and position gastronomic tourism in a destination, just as the project has been presented to the market at FITUR 2018, with its circuits already ready to be commercialized, based on the Sierra de Guadarrama and the Sierra Norte from Madrid.

    The passion for culinary innovation should not make us forget the tradition, since the return to tradition turns out to be paradoxically the greatest of the vanguards.

    The technological advances to attract gastronomic tourists are very intense; but it is necessary to invest more in developing personalized, segmented and original content, prepared for digital formats.

    We have to remember that what turns a gastronomic destination into an intelligent one is not just the accumulation of technology; but the balanced combination of: technological innovation, personal experiences of high impact, and management of sustainability.

    The large online booking platforms are also increasingly aware that the key to their future success lies in the high quality content and storytelling, which are essential in the choice of culinary destination.

    It is necessary to find the tools that allow adequate communication and promotion of the kitchen and cooks; which are adapted to the particular knowledge, seasons, schedules and work spaces of these professionals.

    The data presented on the demand for gastronomic tourism in Spain, shows that as the tourist’s knowledge specializes and diversifies, their degree of satisfaction tends to be higher; demanding products that are increasingly personalized and intense in emotions. This leads us to an enormous and immediate challenge in innovation, specialization and diversification in gastronomic tourism products.

    We need more unified market intelligence to be able to advance in gastronomic tourism product design. This in turn will allow us to make informed marketing decisions and adapt the products to each of the segments; from the seniors or "silvers" to the new generations of young, hedonistic and responsible gourmets.

    We have to avoid the crowds and commodification of the tourist-gastronomic experience. We must thematise and interpret gastronomic heritage, to avoid the risk of damaging the tourist experience and loss of identity.

    We can take advantage of the demand from the large emitting markets that have a deep culinary culture, while on the other hand we create culinary culture and awareness in new markets and new segments that will feed our gastronomic tourism in the future.

    We must also thank the tremendous passion that we have seen in this congress from the agri-food producers, who bring us the voice of the land that is where everything is born.

    José María de Juan Alonso

    Director of KOAN Consulting, collaborating entity of the Congress, in conjunction with the World Food Travel Association (WFTA), which he represents in Spain as a member of its Board of Advisors. At the conference, he provided professional advice, in addition to moderating the round table on "The perspective of the tourist."


    Conclusiones del I Congreso Internacional de Turismo Gastronómico Navarra, 22-23 de febrero 2018

     

    El Congreso ha sido una clara muestra del creciente empuje del turismo gastronómico, tanto en los ámbitos nacional como internacional. La colaboración de la World Food Travel Association y de otras instituciones internacionales se ha traducido en un congreso cosmopolita, diverso y enriquecedor, que muestra y consolida un brillante futuro del turismo gastronómico para Navarra y para España.

    Frente al modelo de turismo low cost que se generaliza, la comida vuelve a ser un atractivo para los millennials y las nuevas generaciones, que piden a cambio experiencias cada vez más auténticas y personalizadas (food is sexy again!).

    Tenemos que potenciar la cultura española de la hostelería como un valor diferencial, recuperando patrones de profesionalidad y de calidad del empleo que forman parte también de nuestra identidad gastronómica. 

    Aprovechando el Año Europeo del Patrimonio Cultural 2018, tenemos que reivindicar el valor de la gastronomía como recurso cultural, incluyendo el vino y las demás bebidas de forma indisoluble con este patrimonio gastronómico.

    Necesitamos prestar atención a las preocupaciones ambientales de una cantidad cada vez mayor de la demanda, lo que incluye entre otros factores: la reducción del desperdicio alimentario, el bienestar animal, la tendencia a la producción ecológica y los productos de proximidad; así nos lo han orientado el “Protocolo Zero Positivo” para restaurantes presentado por la Università della Cucina Mediterránea, o el proyecto Erasmus+ T4F (Formación en alimentación sostenible para el desarrollo, en el marco de la economía social europea) presentado por ESHOB (Barcelona). 

    Es importante recorrer el camino desde la mera actividad hacia la experiencia gastronómica, aumentando los factores emocionales y las consecuencias memorables en función de perfiles de turista específicos.

    La biodiversidad de la materia prima, unida a una fuerte reivindicación de la identidad cultural y la diferencia culinaria, explica el éxito y posicionamiento de destinos como Perú y Japón, y sirve de inspiración para el resto de los destinos gastronómicos.

    El proyecto “Los paisajes de la Sierra de Madrid se sientan a la mesa”, nos ha reivindicado el valor de la identidad del territorio, la calidad del producto, la pasión del productor y la sabiduría del cocinero. Éstos son los cuatro pilares fundamentales para crear y posicionar el turismo gastronómico en un destino, tal como se ha presentado el proyecto al mercado en FITUR 2018, con sus circuitos ya listos para ser comercializados, basados en la Sierra de Guadarrama y en la Sierra Norte de Madrid.

    La pasión por la innovación culinaria no debe hacernos olvidar la tradición, ya que la vuelta a la  tradición resulta ser paradójicamente la mayor de las vanguardias.

    Los avances tecnológicos para captar turistas gastronómicos son muy intensos; pero es necesario invertir más en desarrollar contenidos personalizados, segmentados y originales, preparados para los formatos digitales.

    Tenemos que recordar que lo que convierte a un destino gastronómico en inteligente no es solamente la acumulación de tecnología; sino la combinación equilibrada de: innovación tecnológica, experiencias personales de alto impacto y gestión de la sostenibilidad.

    Las grandes plataformas de reservas on line son también cada vez más conscientes de que la clave de su éxito futuro está en los contenidos y storytelling de alta calidad, que son esenciales en la elección del destino gastronómico.

    Es necesario encontrar las herramientas que permitan la comunicación y promoción adecuadas de la cocina y los cocineros; las cuales se adapten a los particulares saberes, temporadas, horarios y espacios de trabajo de estos profesionales.

    A la luz de los datos presentados sobre la demanda de turismo gastronómico en España, es claro que este turista se especializa y diversifica, y que su grado de satisfacción tiende a ser elevado; exigiendo al mismo tiempo un producto cada vez más personalizado e intenso en emociones. Ello nos lleva a un enorme e inmediato reto en innovación, especialización y diversificación en producto turístico gastronómico.

    Necesitamos más inteligencia de mercado unificada para poder avanzar en producto turístico gastronómico, la cual permita tomar decisiones de marketing muy bien informadas y adaptar los productos a cada uno de los segmentos; desde los seniors o “silvers” a las nuevas generaciones de jóvenes gourmets hedonistas y responsables.

    Tenemos que evitar masificaciones y banalizaciones de la experiencia turístico-gastronómica, centrándonos en la demanda y no solo en el producto o el territorio; tematizando e interpretando el patrimonio gastronómico, para evitar el riesgo de dañar la experiencia turística y de perder identidad.

    Podemos aprovechar la demanda de los grandes mercados emisores que cuentan con alta cultura gastronómica, mientras por otro lado creamos cultura y conciencia gastronómicas en nuevos mercados y nuevos segmentos que alimentarán nuestro turismo gastronómico en el futuro.

    Tenemos que dar también las gracias a la tremenda pasión que hemos visto en este congreso en los productores agroalimentarios presentes, que nos traen en vivo la voz de la tierra que es donde nace todo.

     

    José María de Juan Alonso

    Director de KOAN Consulting, entidad colaboradora del Congreso, en conjunto con la WFTA-World Food Travel Association, a la que representa en España como miembro de su Consejo de Asesores. Ha llevado a cabo la asesoría científica y la relatoría del Congreso, además de moderar la mesa redonda sobre "La perspectiva del turista".  

  • Erik Wolf posted an article
    World Food Travel Association partner announces new toolkit for destination/community branding. see more

    Announcing a New Free Toolkit for Successful Destination and Community Branding

    It's a hard pill to swallow, but the truth is, the world is littered with failed branding efforts on behalf of nations, cities and regions. Developing a sustainable place brand offers tremendous rewards if done correctly. However, these well-meaning efforts often stumble into confusion and encounter pitfalls which could easily have been avoided if leaders had understood the unexpected nuances of place branding. They don’t recognize that it’s somewhat different to branding privately held enterprises and products, until it’s too late. Or they mistakenly believe that their brand is a logo, tagline or theme for a communications campaign.

    Many city branding projects get off to a great start with a lot of publicity and energy, only to soon run out of steam. There are many issues that can contribute to a failed brand. After decades of hands on experience in branding places, long-time World Food Travel Association partner Bill Baker (from Destination Branding) has released the first in a series of free PDF e-books titled ‘Branding Small Cities’.  

    The series tackles many of the issues facing tourism leaders and government officials when launching and managing a branding initiative. Each e-book is a hands-on toolkit that tackles a different topic related to the challenges of branding places. The series covers:

    1. Introduction to small city and place branding
    2. Why bother with branding cities?
    3. Why does city branding need a strategic and long-term focus?
    4. What’s needed for your city’s brand journey?
    5. How to manage your community branding process?
    6. How to reveal your city’s most potent brand?
    7. What are the secrets to a successful logo design?
    8. What are the keys to winning taglines?
    9. How do you deploy a destination brand?
    10. Branded wayfinding for cities and destinations

    While the series is titled ‘Branding Small Cities’ the ideas and advice can be just as readily applied to regions, counties, scenic byways, Main Streets, heritage districts, suburbs, and neighborhoods – and even states, provinces, regions and nations.

    Register here to receive the series.  If the hyperlink isn't working for you, please visit www.destinationbranding.com.

    Bill Baker is Chief Strategist for Total Destination Marketing based in Portland, Oregon, USA. Bill is recognized internationally as an author, speaker and his pioneer work in creating brand strategies for places of all sizes, from nations to small cities. He has more than 30 years destination branding and marketing experience in more than thirty countries.

  • World Food Travel Association posted an article
    Chile has a huge potential to reach food lovers but the industry is still in its infancy see more

    Chile's first national tourism industry summit sponsored by FEDETUR took place September 12-13 in Santiago, and by all accounts, it was a great first event attended by about 500 industry professionals from around the country. World Food Travel Association Executive Director Erik Wolf delivered a session on food tourism that was very well-received. The gist of the presentation was that Chile has a huge potential but a lot of work needs to be done, including development of national pride for the country's food and drink, promotion of iconic food and beverage products, cataloguing high quality food/ beverage multimedia assets, development of a regional success story within Chile (such as the northern Patagonia region) and a few other tips. We look forward to following Chile's development in our sector.